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The waffle trainers’ lost laces

March 18, 2016


It took an entrepreneurial couple, a waffle iron and an ingenious idea to start what has grown into one of the leading sports company. Fifty years on Nike is still trying to rein in the fiercely competitive market of sportswear with innovation.

When the self lacing sneakers appeared in the movie Back to the future, most of today’s consumers have not even been born yet. Nike’s new product is now trying to monetize the self lacing idea from the iconic movie that has recently reappeared in the social media. A pair of Hyperadapt can be tightened or loosened at the push of a button and adjusts to fit automatically when the foot moves. Self lacing shoes, however, are not the only idea Nike is using to lure the customers with.

Ten years after launching its first app, the company currently boasts with the community of 150 million smartphone athletes. Their apps now cover a wide range of activities, from tracking runs, to download workouts and, of course, sales. Nike has come a long way since the sole of their first trainers was moulded in the kitchen waffle iron.


From → Leasure Pleasure

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